The basic purpose of the course is to present a comprehensive framework for analysis, strategy formulation, and tactical marketing decision making for any product, service or idea. The course takes a "value" approach to marketing. That is, creating value for customers, strategic partners, and for the company itself is considered the ultimate goal of the marketing process.

The basic purpose of the course is to present a comprehensive framework for analysis, strategy formulation, and tactical marketing decision making for any product, service or idea. The course takes a "value" approach to marketing. That is, creating value for customers, strategic partners, and for the company itself is considered the ultimate goal of the marketing process.